Vous êtes sur la page 1sur 5

International Journal of Management (IJM)

Volume 7, Issue 3, March-April 2016, pp. 34-38, Article ID: IJM_07_03_005


Available online at
http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=7&IType=3
Journal Impact Factor (2016): 8.1920 (Calculated by GISI) www.jifactor.com
ISSN Print: 0976-6502 and ISSN Online: 0976-6510
IAEME Publication

CUSTOMER SATISFICATION TOWARDS


ONLINE SHOPPING: A STUDY WITH
REFERENCE TO CHITTOOR DISTRICT
Dr. D. SUDHAKAR
Academic Consultant, School of Commerce and Management,
Dravidian University, Kuppam, Chittoor (Dst), Andhra Pradesh- 517426
R.SWARNA DEVA KUMARI
Academic Consultant, School of Commerce and Management,
Dravidian University, Kuppam, Chittoor (Dst), Andhra Pradesh- 517426
ABSTRACT
Online shopping is a present phenomenon which has developed a good
importance in the trendy business environment. The evolution of online
shopping has opened door of chance to provide a competitive advantage over
firms. Online shopping has grown in popularity over the years mainly because
people find it convenient for the comfort of their home or workplace. In the
recent past web possesses a precious place within the economic activities. It
makes the lifetime of customers prosper and sleek. Now-a-days individuals
show their interest on web. They currently feel glad by getting the product
online. So this paper focuses on customer perception and satisfaction towards
online shopping.
Key words: Websites, Customer Perception, Satisfaction
Cite this Article: Dr. D. Sudhakar and R.Swarna Deva Kumari, Customer
Satisfication Towards Online Shopping: A Study with Reference to Chittoor
District. International Journal of Management, 7(3), 2016, pp. 34-38.
http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=7&IType=3

1. INTRODUCTION
The World Wide Web has grown incredibly since its inception in 1990 and by 1991 it
was opened for commercial use. The internet explosion has opened doors to a new
electronic world, which facilitated in taking business to another level. The leverincreasing penetration of internet and social media, the purchasing behavior of Indian
consumers has change dramatically. The Indian consumer market has higher
disposable income the development of modern urban lifestyles and an increase in
consumer awareness have affected buyer behavior in cities, towns and even rural
areas. Online shopping is a form of electronic commerce whereby consumers directly
http://www.iaeme.com/IJM/index.asp

34

editor@iaeme.com

Customer Satisfication Towards Online Shopping: A Study with Reference to Chittoor


District

buy goods and services from a seller over the internet without any intermediary
services. Customer satisfaction is eminent topic in several fields like marketing,
consumer research and psychology. The satisfactions a feeling which is a
consequence of the assessing process which notifies what has been received against
what was expected, including the purchase decision and needs associated with the
purchase. Internet has been constantly gaining importance nowadays. The number of
people preferring internet for their day to day activities also keeps on increasing.
People today are doing most of their domestic works online. Internet and online
shopping is been a boon to people to manage their shopping and work equally.
Online shopping allows the consumers to directly buy goods from the seller through
internet. It is also called as web-store, e-shop or online store. Online customers must
have access to the internet to buy goods form online. People can look at these
websites of online stores and purchase products in comfort form home. Until recently,
the consumers were mainly visiting online to reserve hotel rooms, buy air, rail or
movie tickets for buying books and electronic gadgets, but now more and more offline
product like apparels for all segments, cosmetics, accessories, shoes and consumer
durables are now being purchased online.

2. REVIEW OF THE STUDY


Michal Pilik, (2012) examined that online shopping for behavior is affected by
various factors like, economic factors, demographic factors, technical factors, social
factors, cultural factors, psychological factors, marketing factors and legislative
factors. Customers select an online-shop mainly based on references, clarity and menu
navigation, terms of delivery, graphic design and additional services. Complicated
customers read discussions on the web before they pay their cash online and once
customers are unable to find the product quickly and easily they leave online-shop.
Nikhashemi et. al (2013) found out the customer perceived quality, perceived
simple use, perceived security and online payment method have vital positive impact
on increasing customer satisfaction toward internet shopping.

NEED FOR THE STUDY


Marketing is basically addressing the consumers needs more effectively and
efficiently with better product and services with better price, shopping access and
deliver. A good marketer constantly adapts to change and to satisfying consumers
need in better way. Sometimes opportunity to address the consumers in better way is
designed by marketers himself and sometimes it is offered by the technology. Internet
is changing the way consumers shop for goods and services and has rapidly evolved
into a global event. People are getting busy with their own work. In their busy
schedule they dont find time for shopping. Online shopping can save a lot of time
for them. They can do this from their office or home by browsing on the net this
paper is to analyse who the consumers are satisfied out of the online services.

3. OBJECTIVES OF THE STUDY

To analyse the socio economic background of customers


To analyses the satisfaction levels of the customers of the selected online products

http://www.iaeme.com/IJM/index.asp

35

editor@iaeme.com

Dr. D. Sudhakar and R.Swarna Deva Kumari

4. METHODOLOGY
The present study is based on the perceptions, and buying behavior and satisfaction of
the consumers in Indian market. Sources of the primary and secondary data are
discussed. The interview schedule is used for the purpose of collecting primary data.
The study is conducted in chittoor district by taking 120 respondents using convenient
random sampling method. The secondary data have been collected form the websites,
national and international journals is used related to the field of management as well
as marketing business magazines.

ANALYSIS
Table No 1 Socio Economic details of respondents
Variables
Age

Sex
Education

Occupation

Income

Categories

No of Respondents

20-30
31-40
41-50
Above 50 yrs
Male
Female
Under graduate
Post graduate
Others
Government Employee
Private Employee
Business
Students
Others
Below 1 Lack
1-2 Lacks
2-3 Lacks
Above 3 Lacks

47
48
19
6
78
42
43
62
15
19
21
30
45
05
31
45
23
21

Percentage
39.2
40.0
15.8
5.0
65.0
35.0
35.8
51.7
12.5
15.8
17.5
25.0
37.5
4.2
25.8
37.5
19.2
17.5

The above table shows that the highest number of respondents 40 percent belongs
to 31-40 years age group and 39.2 percent respondents 20-30 years category, while
15.8 percent respondents were 41-50 years. And remaining respondents 5 percent are
in the group of above 50 years. The above table shows that 65 percent respondents
were male and 35 percent respondents were female respondents. Education is
considered to be the chief means of social awareness and development. Education
makes man a rational thinker. Education persons have access to mass media and
communication channels and are more likely to take preventive measures than less
educated persons. The study revealed that 51.7 percent respondents were post
graduate and 35.8 percent respondents were under graduate, the remaining 12.5
percent respondents others. Occupation is important socio-economic variable, which
decided ones social, cultural and economic status. The table indicates that 37.5
percent respondents are students, while the 25 percent respondents were business and
17.5 percent, 15.8 percent are private and government employees respectively, the
reaming respondents 4.2 percent others. The above table reveals that 37.5 percent
respondent have annual income ratio between Rs.1-2 lacks followed by 25.8 percent

http://www.iaeme.com/IJM/index.asp

36

editor@iaeme.com

Customer Satisfication Towards Online Shopping: A Study with Reference to Chittoor


District

between Rs. 1 lacks, while 19.2 percent respondents have annual income Rs. 2-3
lacks. The reaming respondents have annual income above 3 lacks.
Table No. 2 Websites preferred by respondents
Websites
Flipkart
Amazon.com
Snapdeal.com
Others
Total

No of Respondents
52
33
24
11
120

Percentage
43.3
27.5
20.0
9.2
100

The above table depict that most of the respondents 43.3 percent preferred by flip
kart and 27.5 percent respondents are amazon.com. The reaming respondents are 20
percent and 9.2 percent respectively sanpdeal.com and other websites.
Table No.3 Satisfaction of Respondents
Variable
On time delivery
Guaranty and
warranty
Payment Security
Choice availability
Door delivery
Discounts and offers
After sale service
Price
Time saving
Convenience

Highly
dissatisfied
6
(5)
-

Dissatisfied

Neutral

Satisfied

17
(14.2)
-

26
(21.6)
18
(15)
15
(12.5)
23
(19.2)
16
(13.3)
24
(20)
15
(12.5)
32
(26.7)
24
(20)
36
(30)

30
(25)
72
(60)
50
(41.7)
45
(37.5)
74
(61.7)
45
(37.5)
19
(15.8)
42
(35)
45
(37.5)
39
(32.5)

9
(7.5)
-

13
(10.8)
-

11
(9.2)
22
(18.4)
9
(7.5)
-

15
(12.5)
51
(42.5)
10
(8.3)
-

10
(8.3)

Highly
satisfied
41
(34.2)
30
(25)
55
(45.8)
30
(25)
30
(25)
25
(20.8)
13
(10.8)
27
(22.5)
51
(42.5)
35
(29.2)

The above table analyse that majority of the respondents chose online shopping
satisfaction for on time delivery 34.2 percent, payment security 45.8 percent and time
saves 42.5 percent highly satisfied. While the remaining respondents are satisfied for
guaranty and warranty 60 percent, choice availability 37.5 percent, door delivery 61.7
percent, discount and offers 37.5 percent, price 35 percent and convenience 32.5
percent are satisfied. The response shows dissatisfaction only after sale service 42.5
percent.

http://www.iaeme.com/IJM/index.asp

37

editor@iaeme.com

Dr. D. Sudhakar and R.Swarna Deva Kumari

5. CONCLUSION
The online shopping has become a daily part of our lives, mainly because it is so
convenient. The web allows customers a comparison buy the most effective deals and
find product that might otherwise be difficult to find. Online shopping can be easy
and pleasurable with some precaution. Online shoppers expect to visualize sensible
deals online amid free or terribly low price shipping. Consumer are looking for trust,
security and privacy of data, timeliness, accessibility, convenience, customer service,
costs and wider choice throughout online shopping. Students are quite conscious
about any type of satisfaction factors. Students, those are dependent to their oldsters
and whose age between 20-30 years, UG students are more aware about shopping
from shopping malls for getting customer satisfaction. Female are even lot of aware to
do shopping form shopping malls and they are not price aware, they are UG and 2040 years age group. Shopping is funny activity for them. Young customers are most
recreational in their searching shoppings. Whereas on-line buying, to overcome lack
of human issue, interactive interface should be there for customer like on-line web
instant facilitate, on-line chat for any kind of question or downside whereas on-line
buying.

REFERENCES
[1]

[2]

[3]

[4]

[5]

[6]

[7]

[8]

Shuchi Singhal and Shashi Shekhawat (2015), An Empirical Study of Customer


Satisfaction in Online shopping Experience of Tourism Products in India,
International Journal of Scientific Engineering and Research. Volume.3, Issue.6,
P.61-64
Mohanapriya.s and Anusuya.D (2014), A Study on Customer Preferences and
Satisfaction Towards Selected Online Websites With Speical Reference to
Coimbatore City, Paripex-Indian Journal of Research, Volume.3, Issue.11,
November,p.45-46.
Pallavi Kumari (2012), Changing Purchase Behaviour of Indian Customers, Arth
Prabandh: A Journal of Economics and Management, Vol.1, Issue 8, November,
P.35-41.
Santam Kour Ubeja and Bedia.D.D (2011), A Study of Customer Satisfaction
From Organized Retailing (With Reference to Indore City), PIJMR, Vol. 4(2),
July and Vol.5 (1), January, p.1-9.
Sanjeev Kumar and Savita Maan (2014), Status and Scope of Online Shopping:
An Interactive Analysis through Literature Review, International Journal of
Advance Research in Computer Science and Management Studies, Vol.2, Issue
12, December, p.100-108.
Winnie, P-M.W. (2014), Customer Interface Quality on Customer e-Loyalty and
e-Satisfaction in Malaysia with the Effects of Trustworthiness. Global Journal of
Emerging Trends in e-Business, Marketing and Consumer Psychology, Vol.1 (2),
p.118-136
Nikhashemi, S.R., Paim, L., Yasmin, Yousefi, A. (2013), Critical Factors in
Determining Customer Satisfaction Toward Internet Shopping in Malaysia,
Internal Journal of Business and Management Invention, 2 (1), p.44-51.
Dr .Anukrati Sharma, A Study on E Commerce and Online Shopping: Issues
and Influences. International Journal of Management, 4(1), 2015, pp. 364-376.

http://www.iaeme.com/IJM/index.asp

38

editor@iaeme.com

Vous aimerez peut-être aussi